Agency: McCann Erickson Belfast | Author: Not credited |
Area Awards 1997 WINNER: SERVICES CAMPAIGN
Drink-Driving, Repositioning The Problem
Introduction
This is the case history of an advertising campaign launched in 1995 which:
- Challenged ingrained public opinion and practice
- Effected social change in attitudes and behaviour
- Contributed to savings in public expenditure
Sobering Facts
Northern Ireland had the highest number of road accident fatalities and injuries per head of population in the UK (Figure 1). Drink-driving was also a significantly greater problem in Northern Ireland and had been gradually increasing as a cause of road...